烟火气里的土菜狂欢 "我们现在点餐都会特意问，是不是现炒的。"在北京工作的李琳（化名）对《灵兽》称，"西贝那次事件之后，感觉身边的人对预制菜的抵触情绪更明显 了。" 在"谈预制菜色变"的当下，充满烟火气、现炒现做的地方土菜开始集体出圈。 这场"现炒革命"的背后，是各地土菜的强势崛起。 土菜的流行并非偶然，它是消费情绪变化的必然产物。 首先，是消费者对食品安全的极度重视。西贝预制菜风波之后，消费者对餐饮业的信任度降至冰点。根据招商银行研究院的测算分析，中央厨房可带来 10%-12%的利润率提升空间。其中，集中采购提升议价并降低损耗，贡献约4%；简化后厨操作可减少相关成本约35%，贡献4%-5%；后厨面积缩减60%， 贡献2%-3%。 然而，这种效率追求与消费者体验之间产生了不可避免的冲突。当消费者支付了现烹菜品的溢价，却发现吃到的是复热菜品时，"不值"的感觉便油然而 生。在这样的背景下，"看得见的新鲜"成了最有力的信任背书。 从湘菜、云贵菜、到江西小炒，从区域品牌到全国连锁，地方餐饮持续火爆。据抖音生活发布的国庆假期消费数据报告显示，今年国庆假期，地方菜抖音 团购销售额同比增长76%，徽菜、云贵菜、江浙菜、西北 ...

Core Insights - The article discusses the evolution of the "first store economy" in Xi'an, transitioning from mere brand introduction to a "first launch +" ecosystem, highlighting the city's efforts in modernizing its commercial landscape through various initiatives [1][3]. Group 1: Market Data and Trends - In the first nine months of 2025, Xi'an introduced a total of 236 first stores, including 2 national first stores, 117 regional first stores, 8 provincial first stores, and 109 city first stores, alongside hosting 136 launch events [1]. - In Q3 2025, Xi'an attracted 155 brand first stores, a more than twofold increase from the previous quarter, with 1 national first store, 77 regional first stores, 7 provincial first stores, and 70 city first stores [4]. - The majority of new stores (95%) were either city or regional first stores, indicating a cautious expansion strategy by brands focusing on risk control and localized market penetration [4]. Group 2: Brand Composition and Market Positioning - International brands accounted for 12% of the new first stores in Q3, including notable entries like ANN ANDELMAN, MUJI, and BIRKENSTOCK, but the overall presence of high-impact global brands remains limited [5]. - The competitive landscape shows that Xi'an is still vying for top-tier international brand resources against first-tier cities, indicating room for improvement in its status as an international consumption center [5]. Group 3: Industry Evolution and Consumer Behavior - The restaurant sector, while maintaining a strong presence with 78 new stores (50.3%), saw a 15% decline in its share, suggesting a shift towards more refined competition [8]. - Retail, on the other hand, rebounded with 59 new stores (38.1%), reflecting a consumer shift back to tangible goods and personalized shopping experiences [9]. - The competition in the restaurant sector has evolved from merely satisfying hunger to providing social and emotional experiences, with a notable rise in casual dining and unique local cuisines [11][13]. Group 4: Spatial Distribution and Market Strategy - The spatial distribution of new first stores in Xi'an shows a clear hierarchical pattern, with Yanta District leading with 83 stores (54%), establishing itself as the commercial core [19]. - Secondary districts like Qujiang New District and Beilin District are developing distinct paths, focusing on quality and local services, respectively [20]. - Peripheral areas are beginning to see the introduction of first stores, indicating a broader commercial resource distribution beyond traditional core areas [21]. Group 5: Launch Events and Strategic Importance - In Q3 2025, Xi'an hosted 114 launch events, with city-level events dominating at 63%, emphasizing local market engagement [26][28]. - The types of events have shifted towards experiential and immersive formats, with exhibitions and performances being the most prevalent, enhancing consumer engagement and brand visibility [29]. - The integration of launch events into the commercial strategy has transformed them from mere marketing tools to essential strategic assets, fostering a more cohesive commercial ecosystem [32].

Group 1 - The National Day holiday and Mid-Autumn Festival led to a significant increase in offline consumption across various categories, with notable growth in dining, accommodation, and shopping [2][5] - Douyin's group buying sales for local cuisine increased by 76% year-on-year, with autumn beverages up by 57% and accommodation up by 50% during the holiday period [2] - Experience-based consumption, particularly in cultural tourism, saw a surge, with orders for ancient towns and cities increasing by 299% [10] Group 2 - The demand for unique local accommodations surged, with orders for guesthouses and inns increasing by 75%, while economic, high-end, and comfortable hotels saw growth rates of 69%, 53%, and 49% respectively [5] - The popularity of non-heritage experiences, such as glass making and pottery, grew significantly, with Douyin group buying orders increasing by 270% and 206% respectively [10] - The top ten cities with the highest consumer spending during the holiday included Shanghai, Beijing, and Hangzhou, indicating strong consumer power in these regions [15]

Investment Rating - The report does not explicitly provide an investment rating for the cloud and Guizhou cuisine restaurant industry Core Insights - The cloud and Guizhou cuisine restaurant industry has seen steady growth, with the total number of restaurants exceeding 40,000 by November 2024, accounting for 3.1% of all Chinese cuisine restaurants [2][4] - The industry is characterized by a low level of scale, with over 99% of brands having five or fewer locations, indicating a long-tail effect and slow national expansion [4][6] - The average consumer spending in the cloud cuisine sector is relatively affordable, with 39.5% of restaurants having an average spend between 50 to 80 yuan, appealing to a broad consumer base [7][11] - More than 50% of cloud cuisine restaurants are concentrated in the Southwest region, particularly in Yunnan and Guizhou, with significant growth in the East China region [12][15] Summary by Sections Current Development Status - The cloud cuisine sector is expanding nationally, with over 40,000 restaurants as of late 2024, ranking 10th among Chinese cuisine types [2][4] - The industry remains fragmented, with most brands operating fewer than five locations, leading to limited national presence [4][6] Market Characteristics - The cloud cuisine industry is experiencing a shift towards higher quality and cultural dining experiences, driven by rising disposable incomes and consumer preferences [28] - The supply chain is evolving, with advancements in central kitchens and cold chain logistics enhancing the distribution of cloud cuisine ingredients [29] Market Size and Trends - The market size of the cloud cuisine restaurant industry is projected to grow from 11.86 billion yuan in 2020 to 17.36 billion yuan in 2024, with a compound annual growth rate of approximately 10.6% [27][31] - Future growth is expected to be driven by the expansion into lower-tier cities and the development of multi-channel consumption models [30] Sub-segments of Yunnan Cuisine - Yunnan cuisine features a diverse product structure, particularly in snacks and beverages, with popular items like Dali milk fan and Yunnan flower cake [37][38] - The Yunnan rice noodle segment is rich in variety, with brands like Mengzi Yuan leading the market with over 1,700 locations [39] Sub-segments of Guizhou Cuisine - Guizhou cuisine is marked by its unique snacks and beverages, emphasizing mountain flavors and traditional cooking techniques [41][42] - The Guizhou sour soup hotpot segment is gaining popularity, with brands like Qian Tan Tan and Liu Er Ma showing strong market penetration [44]

Core Insights - The cloud and Guizhou cuisine has gained significant popularity, with the number of related restaurants exceeding 42,000 by mid-2025, and a continuous rise in chain rate driving growth [1][3] - The market size for Chinese cuisine in the cloud and Guizhou category is projected to grow from 31.8 billion yuan in 2023 to 36 billion yuan in 2025, with year-on-year growth rates of 6.9% and 5.9% for 2024 and 2025, respectively, both surpassing the overall growth rate of Chinese cuisine [1] Restaurant Growth and Trends - The cloud and Guizhou cuisine sector is experiencing a surge in new brands, particularly in the hot pot category, with brands like 滇翁 and 芸山季 showing strong growth [3][6] - The presence of cloud and Guizhou cuisine on platforms like Douyin (TikTok) has significantly boosted visibility, with topics related to Yunnan and Guizhou cuisine surpassing 10 billion views [3][4] Consumer Engagement and Marketing - Douyin's short video and live streaming features have become crucial for restaurant marketing, with over 220,000 live sessions held in a year, leading to double-digit growth in daily order volumes [5][10] - The trend of "酸汤" (sour soup) has emerged as a key differentiator, with various dishes gaining immense popularity on Douyin, such as "酸汤鱼" with 4.48 billion views [7][10] Dining Experience and Social Media Influence - The concept of "漂亮饭" (beautiful food) is gaining traction, with over 1.73 billion views on Douyin, as consumers seek aesthetically pleasing dining experiences [11] - Cloud and Guizhou Bistro restaurants are blending ethnic elements with a relaxed atmosphere, enhancing the overall dining experience and social media appeal [12][13] Regional Market Dynamics - The cloud and Guizhou cuisine is expanding nationally, with a K-shaped development trend where first-tier cities focus on refinement while third and fourth-tier cities emphasize affordability and local flavors [16][18] - The marketing strategies differ by region, with first-tier cities requiring a more sophisticated approach to attract business clientele, while third and fourth-tier cities leverage local community engagement [18][19] Future Outlook - The integration of Douyin's platform with cloud and Guizhou cuisine is expected to continue driving growth, as restaurants adapt to online marketing trends and consumer preferences [21]

Core Insights - The Yunnan-Guizhou cuisine has transitioned from a regional delicacy to a national trend, with a projected market size of 34 billion yuan in 2024, reflecting a year-on-year growth of 6.9%, surpassing the overall growth rate of Chinese cuisine [1][2] - The number of Yunnan-Guizhou cuisine restaurants has exceeded 42,000 by August 2025, indicating a significant increase in market presence [2] - Douyin (TikTok) has played a crucial role in popularizing Yunnan-Guizhou cuisine, with related topics achieving over 10 billion views and significant engagement metrics [4][6] Market Growth - The market size for Yunnan-Guizhou cuisine is expected to grow from 31.8 billion yuan in 2023 to 36 billion yuan by 2025 [2] - The number of restaurants has seen a continuous rise, with a notable increase in chain restaurant presence [2] Brand Development - A variety of representative brands have emerged in the Yunnan-Guizhou cuisine sector, including brands like Qianjiapo and Tianweng, which focus on specific culinary styles [3] Social Media Impact - Douyin has been instrumental in the rise of Yunnan-Guizhou cuisine, with significant viewership and engagement on food-related content [4][9] - The platform has changed consumer behavior, making short videos a preferred marketing method for restaurants [9] Consumer Trends - There is a growing trend towards emotional value in dining experiences, with "beautiful food" gaining traction among younger consumers [22] - The demand for unique and adventurous food experiences is driving the popularity of unconventional dishes [27] Regional Expansion - The distribution of Yunnan-Guizhou cuisine restaurants is shifting, with a decrease in the proportion of restaurants in the Southwest region and an increase in first-tier and lower-tier cities [16][18] Cultural Integration - The cuisine is increasingly incorporating elements of ethnic culture, appealing to younger consumers' interests in cultural experiences [25] Flavor Trends - The popularity of sour and spicy flavors, particularly in the form of sour soup dishes, is on the rise, with many restaurants expanding their offerings to include various "sour soup+" dishes [30][31] Conclusion - The future of Yunnan-Guizhou cuisine is expected to focus on deeper exploration of regional characteristics, innovative applications of dishes, and enhanced social media engagement for business growth [32]

Core Insights - The restaurant industry is facing a severe crisis, with an average of 6 restaurants closing every minute, totaling 1.61 million closures in the first half of the year, potentially surpassing last year's record of 3 million closures [1] - Major industry players are also struggling, with the leading A-share restaurant company Quanjude experiencing a net profit drop of over 50% in the first half of the year [1] - Despite the overall downturn, Yunnan-Guizhou cuisine has emerged as a surprising success, entering the top 10 in the number of Chinese dining establishments nationwide, with over 40,000 locations [1] Industry Trends - The decline in the restaurant sector is attributed to a focus on cost-effectiveness, with over 60% of Yunnan-Guizhou restaurants having an average per capita spending of less than 80 yuan, appealing to budget-conscious consumers [2] - The aesthetic appeal and bold flavors of Yunnan-Guizhou dishes, such as Passion Fruit Sour Soup Fish and various unique snacks, have made them popular on social media platforms [2][5] - The rise of social attributes and emotional value in consumer spending is exemplified by the popularity of Yunnan-Guizhou cuisine, which has successfully tapped into the social media-driven dining experience [3] Consumer Preferences - Yunnan-Guizhou cuisine offers distinct flavors that cater to consumer curiosity, with its rich and diverse ingredients from the region, fulfilling health and wellness trends [4] - The cuisine's focus on high-quality, visually appealing desserts and unique small dishes has contributed to its popularity, especially among younger consumers [5] - The trend towards sour flavors has seen a growth rate of over 40% in sour-flavored establishments, positioning Yunnan-Guizhou cuisine favorably within the market [3] Market Dynamics - The rapid expansion of Yunnan-Guizhou cuisine across the country raises questions about the sustainability of sourcing local ingredients, such as wild mushrooms and free-range chickens [6] - The restaurant industry is experiencing a shift where rapid growth and supply chain issues are becoming critical challenges, as seen in the decline of other popular dining concepts [6] - The industry is witnessing a trend of standardization and replication, which may lead to diminishing returns as consumers become more discerning and selective [6]